THE YOUTH’S PURCHASE INTENTION TO FASHION COUNTERFEITERS FROM FAMOUS BRANDS IN HO CHI MINH CITY

Abstract

Nowadays, thanks to the economic development and international integration, more and more famous and luxury brands are penetrating into Vietnamese market. It has created a new trend for Vietnamese fashion as well as an increase in shopping demands. At present, counterfeit goods in Vietnam is increasingly widespread. Vietnamese purchase decision is based on the price factor- the lower the price, the higher the priority. Thus, counterfeit goods have the opportunity to exist in the market not only in Vietnam but in the world. According to many surveys and articles, fashion products such as clothing, footwear, accessories from luxury and famous brands are the most common counterfeited objects in Vietnam Therefore, the paper was conducted to clarify this phenomenon in Vietnam in general and Ho Chi Minh City in particular. The purpose of this study is to explore and discover the factors that make the youth in Ho Chi Minh city intend to buy fake fashion products from famous brands instead of real products. In this paper, first, the qualitative method is used through literature review to find information and concepts related to the purpose set. Second, the quantitative method is used to create reliability and validity for the variables that have been proposed. Based on the results found through the SPSS software, Price consciousness has the strongest effect due to the highest mean score. Besides, all independent variables have a positive relationship with the dependent variable. On the other hand, Personality variables are accepted because Sig coefficients are suitable with the proposed criteria.